Twenty years in beauty. One very clear point of view.

Most consultants understand strategy. Fewer understand beauty. Almost none have actually built a brand from the inside, navigated the founder experience firsthand, and developed the psychological tools to help others do the same. I have done all three. That combination is why clients come to me, and why the work we do together tends to go further than they expected.

 My career in beauty started in PR, where I spent years learning how brands are built, positioned, and communicated in a market that rewards authenticity and punishes inauthenticity instantly. I developed a sharp understanding of what makes a beauty brand resonate, not in theory, but in practice, watching what worked and what quietly failed despite strong ideas and good intentions.

 I then took everything I’d learned and built something of my own. The Beauty Editor was a curated beauty retail business I founded in Amsterdam, a brand with a distinct identity, a loyal community of over 18,000 followers, and a retail offering that introduced exclusive names like Huda Beauty to a European audience before they were household names. I grew it, led it, and ultimately exited it. That experience gave me something no amount of consulting work can replicate: I know what it feels like to be the founder making the decisions, carrying the weight, and trying to build something that lasts.

After exiting The Beauty Editor, I returned to what I do best, strategy, brand building, and working closely with the people behind the brands. I trained as a coach with Jay Shetty, whose approach sits at the intersection of mindset, purpose, and practical performance. It sharpened something I’d long understood intuitively: that the challenges founders face are rarely just business problems. They’re psychological ones too. Addressing both is the only way to create lasting change.

 I’m currently pursuing an MSc in Business and Organisational Psychology, a natural evolution of this work, and one that adds rigorous academic depth to the strategic and coaching frameworks I bring to clients. I’m also in the process of relocating to Abu Dhabi, where I’ll be embedded in one of the fastest-growing beauty markets in the world. For beauty brands with ambitions in the UAE or broader MENA region, that first-hand proximity is something you simply can’t get from a consultant based in London.